Question 1: Hello Michael, great to have you here. Can you give us a brief introduction to Flipp—what exactly do you do, who are your key target groups, and how has the company developed?
Thanks, [Ingo]. I feel comfortable speaking for the team and the shareholders when I say that we are incredibly excited about this partnership between Flipp, Shopfully, and MEDIA Central. These discussions have been percolating and we could not be more thrilled to be working together. In an effort to address the question, let me see if I can succinctly describe Flipp and where we are going. Flipp is the North American leader in drive to store marketing. We work with leading retailers and CPGs to help aggregate, digitize, and distribute local promotional content. Through a proprietary platform, we partner with retailers to generate digital-first local merchandising content and we pass that content through our network of distribution channels. In turn, Flipp gets critical weekly promotional content in front of high intent, head-of-household shoppers who are on a mission, deciding what to buy and where to go. Having worked in this field for nearly two decades, Flipp has become the industry leader. And now in partnership with MEDIA Central and Shopfully, we are the global leader in drive to store marketing. This is a very exciting time.
Question 2: With the MEDIA Central and ShopFully joining forces with Flipp, the global leader in Drive-To-Store-Marketing has emerged. What does this mean for retailers, and how does the German market benefit in particular?
By combining North American and European technology with a deep understanding of local markets, retailers benefit from a unique mix of global innovation and regional expertise. In Germany, where brick-and-mortar retail plays a central role, we provide tailored digital solutions to efficiently reach customers. Our omnichannel approach intelligently links print and digital advertising, enhancing established strategies for optimal effectiveness.
The North American and Southern European markets have led the globe in the print to digital transition, so as the industry leaders, we bring a great deal of experience to the table to help other markets shift at the appropriate pace. Retailers gain access to proven international best practices, specifically adapted to the needs of the German market. In Germany, where the weekly flyer remains a cornerstone of shopping habits, this means we enhance—not replace—trusted analog channels. This creates a clear competitive advantage and enables sustainable, data-driven optimization of marketing strategies.
Question 3: Not all markets are at the same stage of digital transformation. While some countries rely heavily on digital promotional communication, print still plays a key role in others. Together, how do MEDIA Central, Shopfully, and Flipp, support retailers in these different phases?
MEDIA Central, Shopfully, and Flipp support retailers at various stages of digital transformation with customized solutions. There is no one-size-fits-all strategy — instead, retailers receive tailored marketing concepts aligned with the specific market conditions.
In markets where print remains, we focus on an appropriately paced transformation. Digital extensions complement traditional print advertising to effectively reach customers online as well. At the same time, we leverage best practices from digital frontrunners to efficiently apply successful strategies to other regions.
A key factor in this process is data utilization. With our experience and technological advancements in AI, retailers gain deeper insights into advertising effectiveness, making digital transformation measurable and manageable. This way, we guide our partners on their individual paths to a digital future.
Question 4: The partnership between Flipp, Shopfully, and MEDIA Central brings together market leaders from different regions. What insights have you gained from this collaboration, and why do you see MEDIA Central as the right partner for retailers?
Our partnership demonstrates that global expertise and local market understanding must go hand in hand. MEDIA Central and Shopfully have a unique network in Europe and understand retailer needs down to the finest detail. What really stood out in our collaboration is how seamlessly print and digital can work together when backed by realtime data and AIpowered campaign optimization. MEDIA Central’s team has shown us that they are artful at adapting omnichannel strategies to regional shopper behaviors and the results speak for themselves.
When a retailer chooses to have a single partner to coordinate offer communication across print and omnichannel, I see MEDIA Central as the perfect partner for them because they bring unmatched market knowledge alongside a shared vision of delivering seamless, personalized experiences across every touchpoint.
Question 5: The collaboration between Flipp, Shopfully, and MEDIA Central brings together teams from different cultures. Where have you noticed the biggest differences—whether in work culture, decision-making, or legal frameworks?
Cultural differences are not obstacles but rather enrichments. Of course, there are distinctions that we are working to bridge. But that blend of North American agility and European thoroughness has already generated positive results.
Ultimately, these cultural differences have shaped a truly unified drivetostore platform that benefits from both rapid North American innovation and the thoughtful, datadriven rigor of European markets—delivering better, more wellthoughtout solutions for retailers everywhere.
Question 6: A personal question to wrap things up. As a New York native and Canadian by choice, which football and hockey teams do you root for?
To be perfectly honest, football and hockey are not my sports of choice. I’m aware that might make me less popular with my European colleagues, but I’m a baseball fan through and through. To be specific, there are few things closer to my heart than my dear Mets. I can often be found, much to my wife’s chagrine, watching nearly every single Mets game (either in the house or on the road). It’s more of an obsession than fandom.
Short Biography Michael Silverman
Michael Silverman is the CEO of Flipp, a global leader in digital merchandising - on a mission to help people make smarter shopping decisions. Before being named CEO in early 2020, Michael was Flipp’s Chief Consumer Officer, responsible for managing consumer product, growth, and corporate development.
Prior to joining Flipp, Michael served as Managing Director of High Tide - a full-service creative agency - and co-founder and COO of Raden - a direct-to-consumer smart luggage company. Earlier in his career, Michael was the co-founder and COO of Fancy, a socially curated global marketplace. Prior to Fancy, Michael spent several years at Allen & Company working on mergers and acquisitions in the Technology, Media and Telecommunications sectors. Michael has an AB from Harvard University in Biological Anthropology.
Michael is a born and raised New Yorker (and Mets fan). He now lives in Toronto where he enjoys spending his free time with his wife and two sons.